Gund to launch line of gifts

EDISON, NJ Gund, the well-known plush-toy manufacturer, is planning a full trade- and consumer-media push for its soon-to-be launched line, Gund Gifts.

The line consists of items like cell phone cases, iPod cup holders, golf club covers, gift boxes, picture frames, and more. It will be geared toward Gund's traditional audience of children.

Working on media outreach for this effort will be Gund's new AOR, Child's Play Communications. The firm won the account after working with the New Jersey-based manufacturer in 1998 on its centennial campaign and its kick-off at FAO Schwartz.

"This time around, we've been asked to position Gund not only as a leader in toys, but as a leader in giftware," said Child's Play president Stephanie Azzarone. "This will be a media relations program that involves introducing new products and the launch of their new showroom. We will be in contact with both trade and consumer media."

Gund previously worked with CMD & Partners, a New Jersey-based agency. The contract with Child's Play is set to last for a year. It began at the beginning of June.

"Our president, Jim Madonna, decided it was time to renew our relationship with Child's Play due to the excellent work it did with us on a previous contract," said Gund's marketing manager Shallu Chhabra.

Child's Play also recently landed an account with Parents magazine. It is handling PR for the Parents line of licensed toys for infants and toddlers.